Article: Summerween – the spooky surge in summer Halloween shopping behavior
Unmasking seasonal trends using Walmart’s first-party insights
For some retailers, the Halloween shopping season is still lurking in the shadows. But many Halloween enthusiasts are already getting into the spooky spirit well before October arrives. Even as summer heat haunts most of the country, a delightfully eerie trend has recently gained popularity. Summerween has emerged as a clever way for Halloween lovers to celebrate their favorite season ahead of schedule.
Using the power of Scintilla’s first-party data, we surveyed verified Walmart shoppers from our Walmart Customer Spark Community to make sure that Summerween and early Halloween shopping isn’t just a bunch of hocus pocus. With Customer Perception, we were able to uncover exactly what’s driving this growing trend. Check out our insights below.
When Halloween creeps into summer
Summerween started as a quirky celebration featured in Disney's animated series Gravity Falls, and it soon morphed into a viral TikTok sensation that blended summer fun with spooky season vibes. From haunted pool parties to outdoor horror movie marathons, this growing trend among Millennial and Gen Z shoppers is inspiring summertime Halloween purchases. In fact, one in three Walmart customers say they are likely to buy Halloween-related items between June and August. The biggest motivators? The fear of missing out (#FOMO) and the thrill of planning ahead for spooky season shopping.
Customers are treating themselves early
66% of the Walmart customers we surveyed said they had already treated themselves to Halloween-themed goodies within the last four weeks or plan to indulge in the next four. For many, one Halloween a year isn’t enough. One customer said, “Halloween is my favorite holiday. I decorate for Halloween and wear Halloween-themed clothes and accessories year-round.” Others plan to shop early for the best selection before some items vanish.
These shoppers aren’t just stocking the candy bowl early—they are decking out their homes with spooky decorations. Here’s a peek at what else is flying off the shelves:
Top Halloween-themed items purchased by Walmart customers in the last four weeks
82%
46%
40%
24%
22%
Halloween
decorations
Halloween
candy and snacks
Halloween-
themed clothing
and accessories
Halloween
party supplies
Halloween
costumes
Top Halloween-themed items purchased by Walmart customers in the last four weeks
82%
46%
40%
24%
22%
Halloween
decorations
Halloween
candy and snacks
Halloween-
themed clothing
and accessories
Halloween
party supplies
Halloween
costumes
The thrill of the impulse buy
Walmart customers who have made a Halloween-themed purchase in the past four weeks say it’s all about the fun and spontaneity of snatching up those spooky items early. We found that 31% of these shoppers usually shop impulsively for Halloween—here’s a glimpse into what inspired their recent purchases:
What motivated Walmart customers to purchase Halloween-themed items during the summer
80%
Finding a good deal
that I can’t pass up
65%
Seeing a new item
I have never seen before
40%
It’s just fun to make a
spontaneous purchase
Being afraid of
missing out/item going
out of stock
38%
33%
Wanting to treat myself
Seeing item advertised
by an influencer/
on social media
9%
What motivated Walmart customers to purchase Halloween-themed items during the summer
80%
Finding a good deal
that I can’t pass up
65%
Seeing a new item
I have never seen before
40%
It’s just fun to make a
spontaneous purchase
Being afraid of
missing out/item going
out of stock
38%
33%
Wanting to treat myself
Seeing item advertised
by an influencer/
on social media
9%
Source: Walmart First-Party Data, August 2024, "Summerween 2024 Seasonal Survey," Walmart Customer Spark Community
Of those surveyed, early promotions and the release of new Halloween-themed items could have customers brewing with excitement and making impulse purchases ahead of time. With one in four Walmart customers shopping impulsively for Halloween, check out some of the reasons that might encourage shoppers to make spontaneous purchases:
How Walmart customers were inspired to make Halloween-themed purchases in the last four weeks
I saw something
I liked so I bought it
73%
I get the first pick of
the Halloween assortment
66%
It's just fun and
makes me happy
60%
I love the spooky season,
and I can't wait until
October to celebrate
58%
I hosted/am hosting
a summertime Halloween
party or event
48%
I can find great deals
on Halloween items
39%
I was influenced by
a social media trend
or influencer
8%
How Walmart customers were inspired to make Halloween-themed purchases in the last four weeks
I saw something
I liked so I bought it
73%
I get the first pick of
the Halloween assortment
66%
It's just fun and
makes me happy
60%
I love the spooky season,
and I can't wait until
October to celebrate
58%
I hosted/am hosting
a summertime Halloween
party or event
48%
I can find great deals
on Halloween items
39%
I was influenced by
a social media trend
or influencer
8%
Source: Walmart First-Party Data, August 2024, "Summerween 2024 Seasonal Survey," Walmart Customer Spark Community
What this spells for suppliers:
Suppliers don’t need to wait for autumn leaves to fall to start embracing the spooky season. Offering killer deals and introducing Halloween-themed items sooner can conjure early impulse buys among Walmart customers. Working with your Walmart Merchant on store displays and decorations can also influence Halloween purchase behavior during the summer. This is especially important since 57% of Walmart customers who said they made a Halloween-themed purchases during the summer purchased their spooky items in-store.
Where Walmart customers expect to find inspiration for Halloween-themed purchases during summer
30%
39%
Store displays
decorations
27%
Sales and promotions
Exclusive or seasonal items
Content and social media
Advertisting on websites/
social media
61%
51%
Where Walmart customers expect to find inspiration for Halloween-themed purchases during summer
30%
39%
Store displays
decorations
27%
Sales and promotions
Exclusive or seasonal items
Content and social media
Advertisting on websites/
social media
61%
51%
Source: Walmart First-Party Data, August 2024, "Summerween 2024 Seasonal Survey," Walmart Customer Spark Community
Are you looking for a deeper understanding of the trends and shopping behaviors of Halloween shoppers? Sink your teeth into Scintilla's first-party insights and make data-driven decisions from Summerween to Halloween.
References:
Walmart First-Party Data, August 2024, "Summerween 2024 Seasonal Survey," Walmart Customer Spark Community.
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